Converting guests from the archive -> repeat members

[Overgrow]

Now that I have my forum archive listed in Google, how do I make sure those guests come back?

You will see this problem on most vBulletin sites using the archival hacks. While they may get listed in Google and may get tons of guest traffic from the search results, how many of those search-guests are encouraged to register or even view another page on the site?

I've seen so many sites recently where the guests outnumber the members more than 10:1! Obviously the result of poor guest->member conversion.

First, let's examine the mistakes made in the typical archive results page. No offense meant to my example site as you are using the standard templates:

http://www.explosivelabs.com/forums/...ead/t-470.html
Explosive Labs is simply a random example of sites using one of the archive hacks.

-Results page with logo looks like a typical vBulletin page. It does not imply that the user is only getting half of the experience.

-Most importantly, all of the breadcrumb links go back to the archive. This makes no sense as you want the users to go forward into the real forum and not stay isolated in the archive.

-The "Click Here" for original thread link is nearly the same color as the table background and does not stand out AT all. And it is the only way on that page for the user to find your real site!


Now let's take a look at a few examples of other sites that are more ambitious when trying to turn guest-searchers into fulltime members.

http://www.phpbuilder.com/mail/php-g...00091/2272.php
PHPBuilder is one of the oldest forum archives in Google. I've been using it for years and it is still one of the most effective. The page draws the user into the other content of the site. Also, since it only displays one post in the archive at a time, it forces you to click into the normal thread to read the replies.

http://forums.devshed.com/archive/5/2002/01/1/27968
DevShed is one of the best computer related communities and sites that I've found. They use my old vBSpiderFriend to manage their archive. It returns very good Google rankings for the archive due to high keyword density and placement. I believe it also brings search-guests into the rest of the site because ALL of the links go to the real forums. There is no link back to the archive from the threads because there is no need. You don't want users browsing your archive-- when they find their answer they should be compelled to click into the rest of the site.

http://www.overgrow.com/edge/showthread/t-249754.html
My new archive results page. Advantages:

-Eyes first hit on the breadcrumb trail that leads back to the real forums and not back to the archive

-Large, labeled search box that encourages people to search the FAQ

-Quick link to the FAQ for more information next to the thread title

Everything leads back to the real site and there is an easily recognizable search box that encourages people on a quest for answers to find them with my search engine. If you've recently found yourself with an influx of guests but not many new members, putting a little attention into the archive template will pay off greatly as people are encouraged to register and return.

Hope that helps someone~